iDesign Seminar: Designing Your Story

Designers and entrepreneurs are driven to create things that improve people’s lives. As we practice our craft, we learn that success depends upon our ability to bring others along to help us realize our vision. Today, being a successful designer or entrepreneur requires becoming a great storyteller—painting a picture of what’s possible in a way that addresses key stakeholders’ concerns. Yet, most of the time we’re more concerned with refining what we’re working on than testing how we’re communicating or understanding what the audience needs to hear and see.

In this hands-on workshop, Bruce King-Shey and Joyce Chen offer some tips and tools for an iterative, rapid-prototyping approach to storytelling. This workshop will help you craft better stories about yourself and your ideas—whether your audience is your client, your professor, your future employer, or another key stakeholder in your creative journey.

Bruce King-Shey is passionate about helping companies grow through design and innovation. He addresses challenging, yet promising opportunities by combining business strategy, product design, and social science to determine where to play and then execute to win. He leads multi-disciplinary teams to deliver real business value and results by developing emotional product experiences, scalable business models and platform roadmaps. Bruce is currently the head of design for the Data+Design team at JPMorgan where he develops new data products utilizing the massive amount of the bank's client data. Prior to that role, Bruce was Vice President, Head of Global Design Innovation for PepsiCo in New York. Previous to joining PepsiCo, Bruce was Vice President of Strategy at Jump Associates and led its New York City office. Bruce taught innovation and new business creation across a wide variety of industries and academic institutions, both in the United States and internationally. He has written articles for publication and presented at numerous conferences around the United States and internationally about the impacts of culture on the production of design. He holds a B.F.A in industrial design and an M.A. in visual criticism from California College of the Arts. He also earned a B.S. in civil engineering from Johns Hopkins University.

Joyce Chen is passionate about translating vision and strategy into concrete, real-life experiences and interactions, as well as helping teams set up the environment and adopt the behaviors to enable collaborative, human-centered product development. In her four years at Capital One she has created and scaled design thinking training, helped set up an accelerator operating model for Capital One Labs, and is currently leading the strategic design and execution of Capital One’s in-person retail experiences. Prior to joining Capital One, Joyce helped companies like Target, PepsiCo, GE, and Energizer define new business opportunities and re-invent existing businesses as a design and innovation consultant at Jump Associates in New York City. She holds an M.Design from the Institute of Design at Illinois Institute of Technology and a B.S. from Stanford University. She lives in Washington, D.C. and spends the majority of her time outside of work experimenting with her sourdough starter, trying to stay active and (most importantly) getting schooled in parenting by her two young children, Julian (4) and Rose (2).